‘Net zero hero’ myth unfairly shifts burden of solving climate crisis on to individuals, study finds
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Shifting responsibility to consumers minimises the role of energy industry and policymakers, University of Sydney research suggests. It’s not unusual to see individuals championed as heroes of climate action, with their efforts to install rooftop solar and buy electric cars promoted as pivotal in the fight to save the planet.
Hero figures can motivate others to follow suit, but a University of Sydney study suggests the way the energy sector shapes this narrative sets individuals up to fail. Sign up for Guardian Australia’s breaking news email. Assoc Prof Tom van Laer, a co-author of the study, said the “net zero hero” story could be understood as the latest evolution in a long history of industry shifting environmental responsibility on to individuals.
The beverage industry was early to the game, promoting recycling to shift the burden of waste disposal on to consumers in the 1970s. Van Laer said the “net zero hero” narrative was prevalent in the many public reports, press releases and documents published by energy companies and policymakers.
“These include encouraging behaviours like turning off unneeded appliances and upgrading to more efficient ones, framed as crucial personal contributions towards broader emission reduction goals,” he said. “However, such promotions often downplay the sector’s own significant role in reducing emissions.”.
